Who's Emily and what has she done with Blake?!

There's no clear explanation for what just happened to Blake Lively's Instagram. All of her photos are gone, including her profile picture. She unfollowed everyone, including her hubby Ryan Reynolds. Her bio now reads, "What happened to Emily?..." and she just started following 28 random people, all with the name Emily Nelson.

We have a few theories about this unexpected turn of events. Either Blake Lively was the target of a malicious Instagram hack, or she just pulled the most over-the-top promo stunt for her upcoming film A Simple Favor.

In the movie, Blake plays a young woman from Connecticut who suddenly goes missing. Her best friend, a single mom and blogger played by Anna Kendrick, searches to uncover the truth behind her disappearance. Blake's character is named Emily Nelson.

Last night, Blake dropped another clue. She posted a mysterious photo on Twitter of an incomplete hangman word game. Aside from a few blank letters, the message reads, "WHAT HAPPENED TO EMILY?" Not gonna lie, this is getting a little creepy.

One things for sure -- the Emily Nelsons of the world who just got a random follow from Blake Lively are absolutely freaking out. Some super fans are joking that they'll legally change their names to get on Blake Lively's radar.

does anyone want to tell me why Blake Lively followed me and had this as a bio. Goodbye cruel world some hacker is anti-Emily, my time has come :-) pic.twitter.com/Yqi5MtYoBW